言语行为理论在苹果广告语中的运用研究[完整]

1、言语行为理论在苹果广告语中的运用研究theapplicationofspeechacttheorytoappleadvertisinglanguageabstract:在当今社会，商业信息伴随着媒体的爆炸性销售大幅增长。我们现在正处于一个巨大的广告世界当中。随着广告的不断发展，广告语也变得更加丰富，各式各样的广告语开始出现。消费者往往会因为广告语的独特性而对其有非常深刻的印象。那么，在苹果广告语中存在着怎样的语言现象呢？简单来说，广告的首要目的是让消费者了解产品的一些相关信息，接着是传递广告商的意图和目的，刺激消费者的购买欲望，通俗地来说，就是介绍信息，传递目的和意图，刺激消费。从这样的角度来

2、分析的话，我们可以看到广告语当中最频繁出现的语言现象都与言语行为理论相关。言语行为理论最早是由奥斯汀提出来的。他的这一理论的提出，给了人们一个对于语言的全新的认识人们不但可以用语言说什么，而且可以用语言做什么。本文旨在研究言语行为理论在苹果广告中的运用，让人们更加了解广告中的言语行为，体现言语行为理论在广告语中的重要性。in todays society, business information has grown substantially along with the explosive sales of the media. now we are in a huge advertisi

3、ng world, with the continuous development of advertising, slogans have become more abundant, and a variety of slogans have begun to appear. consumers are often very impressed by the uniqueness of advertising language. so, what kind of linguistic phenomena exist in apples advertising language? in sim

4、ple terms, the primary purpose of advertising is to let consumers understand some relevant information about the product, then pass on the advertisers intentions and purposes, stimulate the consumers desire to purchase, and in laymans terms, introduce information, convey purpose and intention, stimu

5、late consumption. from this perspective, we can see that the most frequently occurring linguistic phenomena in advertising languagesarerelatedtospeechacttheory.thetheoryofspeechactwasfirstproposed by austin. his proposal of this theory gave people a completely new understanding of language - people

6、can not only use words to say but also can use words to do. this thesis aims to study the use of speech act theory in apples advertisements, so that people can understand more about the speech act in advertisements and show the importance of speech act theory in advertisements.chapter 1 introduction

7、background of the studywe live in a world of advertisements. advertisements offer and provide valuable and convenient services to modern society and to people all over the world, because they define and broadcast the meaning and the role of products, services andinstitutions.asawayofpropagatingandtr

8、ansmittinginformation, advertising languagecannotbeunderestimatedbecauseitisnotonlyanartfultechniqueinpersuadingpeopletobuy,butalsograduallyhasbecomeamustforsocialcommunicationwhichinturnreflectsthedevelopmentofsocietyandeconomy.becauseofits prominent role in society, advertising thus has been a pop

9、ular subject of study for researchers in various disciplines such as marketing, sociology, psychology, linguistics, and so on. among all of these issues raised by advertising, the language seems to have attracted more attention because of its significance. scholars have long been interested in descr

10、ibing advertising language from the linguistic perspective, which is mainly focused on the linguistic features. but now they have gradually turned their attention to pragmatic perspective of the advertising language.from a strictly linguistic perspective, the earliest and the most complete one is pe

11、rhaps geoffrey n. leechsenglishinadvertising:alinguisticstudyofadvertisinginbritain(1986).this book later offers great help for many other linguistic scholars to do further study. in this book, he applies the linguistic theories of his to probing into features of advertising language instead of cons

12、idering advertising language as it stands. the work full of theoretical insights is actually an embryonic analysis of “live”language in context.this thesis will analyze apple advertisement english according to speech act theory. the author of this paper has collected more than twenty advertisements(

13、2007-2017) of apple products as material. the paper will analyze these advertisements in detail.objective of the studyapparently, language serves as a major carrier of advertisement which is considered to be a kind of special language communication form. to put it simply, advertisements rely much on

14、 the employment of language. therefore, a study of advertisements will mainly be conducted from the angle of the language employed in the advertisements. this thesis aims to observe advertising language on the basis of speech act theory. from this angle, the author is going to focus on three kinds o

15、f speech act, which ad-writers perform in advertising language. through the comprehensive analysis of locutionary, illocutionary and perlocutionary acts, the author tries to expose the necessity of the application of speech act theory in apple advertising language. this thesis will also analyze the

16、apple advertisement in detail based on the speech act theory. only by the manipulation of the language itself and speech act theory can take great effects. thus, a study of the application of speech act theory in advertising language is very important. in the past, studies usually analyze advertisin

17、g language in other theories and no one has analyzed the apple advertising language and advertising strategies. it will provide a new understanding about apple advertisement to people. from the perspective of language use, this thesis reviews austins interpretation of speech act theory, focusing on

18、the revelation of these prerequisites for slogans and the important guiding significance of speech act theory for advertising design. the purpose of this thesis is to analyze some apple advertising slogan examples and find that the slogan not only conveys advertising information, but also conveys so

19、me corresponding speech acts.outline of the thesisthis thesis composed of four chapters. chapter one is the introduction, which outline the background and objectives of the present study, and it surveys the major researches done by scholars in the area of advertisement. chapter two introduces the sp

20、eech act theory. chapter three analyzes and discusses the apple advertisements from the perspective of speech act theory. chapter four will be the conclusion part, in which the main points will be summarized and conclusion will be made.chapter 2 literature reviewthis part will give a brief review of

21、 the previous achievements in advertisement english study and previous researches related to speech act theory and related studies of advertising language at abroad and in china.2.1 review of previous studies abroadadvertising has long been a theme in various research fields, such as linguistics, so

22、ciology, semiotics and so on. several linguists have explained the use of language in advertisements by using linguistic theories.leech(1966) published a book which is named a linguistic study of british advertising. it is considered to be a classic in the study of advertising language. in the book,

23、 the author described the expression ways used by advertisers in the most detail from the linguistic perspective. geis(1982) published another great work which is named as the language of tv commercials. in this book, he described the deceptive nature of advertising. and he believed that the study o

24、f advertising language is closely related to communication and pragmatics. if we study advertising language without considering its purpose and function, the language of advertising will become meaningless. wilson(1986) has proposed that the effectiveness of communication must involve the principles

25、 of pragmatics. because he believed that the success of communication depends on whether the audience can infer the intention of the speaker. that is an idealized purpose. geis emphasized the negative meaning of advertising. he did not take into account the communicative role in advertising informat

26、ion and the driving force behind the message. unlike wilson, geis only analyzed the possible meaning of advertising appeal and the way advertisers cheat consumers. the advertising language vestergard(1985) co-authored with schroder(1985) is a book of leading significance. they discussed both the lan

27、guage form and the content of printed advertising. as for the study of language form, the authors extended it from previous studies to the level of discourse analysis.2.2 review of previous studies at homein china, speech act theory gains due attention. chinese scholars try to study the theory from

28、different aspects. professor xu(1979) is the first person who introduces speech act theory to chinese. he translated part of austins how to do things with words, which appeared in the translations on linguistics published by chinese social science publishing house. tu(1998) translated taxonomy of il

29、locutionary acts and constatives and performatives into chinese. the two articles appeared in selections of famous language philosophy works. since speech act theory is introduced to china, many studies have been conducted on it. chinese scholars in different fileds have been trying to approach spee

30、ch act theory from their own perspectives. speech act theory has gained overwhelming popularity among chinese scholars. the aim of the introduction of western linguistic theories is to make innovations in our own linguistic study and language pedagogy.professor hes(1988) account and critique of spee

31、ch act theory in terms of language teaching is set out in a survey of pragmatics, which is the first textbook on pragmatics- “a linguistic course book which aims at providing basic knowledge”. this book is intended for english learners of intermediate level. the fifth chapter in this book is entitle

32、d “speech act”, where professor he tries to represent what austin and searle have argued about speech act theory. professor he(1997) published a book which is named pragmatics and english learning, a revision of his book a survey of pragmatics, where a chapter is also devoted to speech act theory. a

33、nd professor he(2004) published contemporary pragmatics. this book is a more comprehensive one compared with a survey of pragmatics. the improvements of professor hes studies on speech act theory can be clearly figured out in the comparison of the three books.professor jiangs(2000) pragmatics: theor

34、ies and applications is a comprehensive survey on pragmatics. in china, it is the first textbook on pragmatics written in english. professor jiang claims that this book is not confined in the definition of pragmatics but concentrates on the content of pragmatic studies. in this book, the sixth chapt

35、er deals with speech act theory.professor gu(1989) published an article entitled austins speech act theory: what it is and what it is wrong in foreign language teaching and research. in this article, he illustrates the sourse,contribution and defects of austins speech act theory. professor gu wants

36、to interpret and to review the origins and methods of speech act theory. his study focus on five aspects of austins speech act theory. austin divides various kinds of acts connected withspeaking:thelocutionaryact,theillocutionaryactandtheperlocutionaryact.thenhemakesa further distinction of locution

37、ary acts into three subgroups: phonetic acts, phatic acts and rhetic acts. professor gu raises three questions about this abstraction. thefirstquestionisthedistinctionbetweentherheticactandthelocutionaryact. a successful phonetic act does not necessarily involve a phatic act and a successful phatic

38、act does not necessarily bring about a rhetic act. then there appears a question: will successful rhetic acts necessarily lead to locutionary acts? up to now, no one can find counter-examples to this proposition. then does it mean that there is no essential difference between rhetic acts and locutio

39、nary acts and are these two terms just descriptions of the same phenomenon from different angles? the second question is the distinction between locutionary acts and illocutionary acts. the difference between these two acts is that the locutionary act is connected with the meaning of what is said wh

40、ereas the illocutionary act with the illocutionary force. the problem is that in implicit performative sentences this difference is salient while in explicit performative sentences this difference is no longer notable. the third question is the distinction between rhetic acts and illocutionary acts.

41、 austin uses direct quotations to restate the phatic and indirect quotations to restate the rhetic acts. austin also uses indirect quotations to restate the illocutionary acts. the restatement of the rhetic act is identical with the restatement of the illocutionary act. then can it be generalized th

42、at the rhetic act is identical with the illocutionary act?there is a corresponding relationship between the illocutionary act and the illocutionary force, the locutionary act and the literal meaning, the rhetic act and meaning(sense plus reference) of the utterance. then as the following table shows

43、, the three questions boil down to the relationship between the illocutionary force, the literal meaning, and meaning(sense plus reference).the illocutionary act the illocutionary forcethe locutionary act the literal meaningthe rhetic act meaning(sense plus reference)professor gu supposes that the i

44、llocutionary act will be equated with the locutionary act and the rhetic act if the illocutionary force equalizes the literal meaning and then is equal to meaning(sense plus reference). the illocutionary force, the literal meaning and meaning(sense plus reference) may overlap especially when the utt

45、erance is an explicit performative. since explicit performatives are not exceptional utterances, it can be concluded that there is seven drawback in austins distinction betweentherheticact,thelocutionaryactandtheillocutionaryact.sincespeechact theory is introduced to china, many studies have been co

46、nducted on it. chinese scholars in different fileds have been trying to approach speech act theory from their own perspectives. speech act theory has gained overwhelming popularity among chinese scholars. the aim of the introduction of western linguistic theories is to make innovations in our own li

47、nguistic study and language pedagogy. zheng jianfeng(2001) thought that advertising language belongs to command language from the speech act theory perspective. but her conclusion lacks of examples to confirm.2.3 space of the studythe culture and language background of speech act theory is english.

48、therefore, when it is studied under the background of chinese, many problems emerge. however, few studies have been undertaken about speech acts in advertising language although it is a common phenomenon there. the study of pragmatics is still at preliminary stage in china. the studies of speech act

49、 theory also have some misinterpretations, and are not objective enough. the paper will analyze the apple advertisement in a more objective perspective base on speech act theory. in pragmatic terms, advertisement is viewed as unidirectional, public and goal-oriented communication between the adverti

50、sement producer and the audience, aiming to offer information and persuade the consumers into taking action to purchase the publicized products or services. on the basis of elaboration of the stylistic features of advertisement english, the paper analyzes specific examplesaccordingtospeechacttheoryp

51、roposedbyaustinandindirectspeechacttheoryadvancedbysearle.advertising with its increasingly important role in todays business world, can be a very effective vehicle, when well employed, for domestic companies to promote their sales and to build their images in the international market. all the produ

52、cts advertisement, service advertisement, public service advertisement and job advertisement can be made through various media such as newspaper, magazine, radio, television, billboard and so on. thus,asawayofpropagatingandtransmittinginformation,advertisinglanguagecannotbeunderestimatedbecauseitisn

53、otonlyanartfultechniqueinpersuadingpeopletobuy,butalsograduallyhasbecomeamustforsocial communication which in turn reflects the development of society and economy. because of its prominent role in society, advertising has been a popular subject of study for researchers in various disciplines such as

54、 marketing, sociology, psychology, linguistics, and so on. this paper will analyze apple advertisement english according to speech act theory. the author of this paper has collected more than twenty advertisements(2007-2017) of apple products as material. the paper will analyze these advertisements

55、and provide some corresponding advertisement strategies. no one has ever analyzed them before. so this is a new corpus.the culture and language background of speech act theory is english. therefore, when it is studied under the background of chinese, many problems emerge. however, few studies have b

56、een undertaken about speech acts in advertising language although it is a common phenomenon there. the study of pragmatics is still at preliminary stage in china. the studies of speech act theory also have some misinterpretations, and are not objective enough. the paper will analyze the apple advert

57、isement in a more objective perspective base on speech act theory. in pragmatic terms, advertisement is viewed as unidirectional, public and goal-oriented communication between the advertisement producer and the audience, aiming to offer information and persuade the consumers into taking action to p

58、urchase the publicized products or services. on the basis of elaboration of the stylistic features of advertisement english, the paper analyzes specific examples according to speech act theory proposed by austin and indirect speech act theory advanced by searle .the author of this paper has collecte

59、d more than twenty advertisements(2007-2017) of apple products as material. the paper will analyze these advertisements and provide some corresponding advertisement strategies. no one has ever analyzed them before. so this is a new corpus.chapter 3 research design3.1 research theory3.1.1 speech act theoryspeech act theory is an important th